Best Amazon Seller Tools: 15 Tools We Actually Use in 2026

Most "best Amazon seller tools" lists are written by affiliates who've never sold a product on Amazon. They rank tools by commission rate, not by usefulness. This list is different. These are the tools we actually pay for, actually use daily, and actually rely on across 50+ brands generating $205M+ in Amazon sales.

I'm not going to give you 50 tools. Nobody needs 50 tools. I'm giving you 15, organized by what they do, with honest takes on where each one excels and where it falls short.

Keyword Research & SEO Tools

1. Helium 10

What it does: All-in-one Amazon seller suite — keyword research (Cerebro, Magnet), listing optimization (Scribbles), product research (Black Box), and more. Why we use it: Cerebro's reverse ASIN lookup is the best in the market for building keyword lists. The data isn't perfect — no tool has perfectly accurate Amazon search volume — but it's consistently the most reliable starting point. Where it falls short: The suite is bloated. You'll use 4-5 tools out of the 20+ they bundle. The Chrome extension can be buggy. And the "AI" features they've been adding feel like checkbox features rather than genuinely useful. Cost: $79-$229/month depending on plan. Diamond plan at $229/month is what you need for serious operations.

2. Data Dive

What it does: Amazon search volume estimation and keyword analytics. Why we use it: More granular search volume data than Helium 10 for specific research tasks. Good for validating volume estimates and catching keyword opportunities Helium 10 misses. Where it falls short: Narrower feature set. This is a supplement to your primary tool, not a replacement. Cost: $29-$79/month.

3. Amazon's Search Query Performance Report

What it does: First-party data directly from Amazon showing your actual impression share, click share, and purchase share by search term. Why we use it: This is the only tool with real Amazon data. Everything else is an estimate. If you're Brand Registered, this report should be your primary source of truth for keyword performance. Where it falls short: Only shows data for terms where you had impressions. Doesn't show you keywords you're missing entirely. Cost: Free with Brand Registry.

PPC Management Tools

4. Pacvue

What it does: Enterprise-level Amazon advertising platform with automated bidding, dayparting, budget pacing, and cross-marketplace reporting. Why we use it: When you're managing PPC across 50+ brands, you need automation that actually works. Pacvue's rule-based bidding and budget allocation save our team hundreds of hours per month. The reporting is clean enough to share with brand owners directly. Where it falls short: Enterprise pricing. Not cost-effective for brands spending under $20K/month on ads. The learning curve is steep. Cost: Custom pricing, typically 2-3% of ad spend.

5. Adtomic (by Helium 10)

What it does: AI-powered Amazon PPC management within the Helium 10 suite. Automated bid suggestions, keyword harvesting, and campaign analytics. Why we use it: Good mid-market option for brands that don't need Pacvue-level enterprise features. The keyword harvesting automation is solid and saves significant time. Where it falls short: The "AI" bidding can be aggressive. Always review its suggestions before bulk-applying. Less customizable than Pacvue for complex multi-brand operations. Cost: Included in Helium 10 Diamond plan ($229/month).

6. Amazon Advertising Console (Native)

What it does: Amazon's built-in ad management platform. Campaign creation, bid management, reporting, and the Sponsored Brands video builder. Why we use it: Every PPC manager should be comfortable in the native console. Third-party tools are layers on top of this. For smaller accounts or quick adjustments, going direct is often faster. Where it falls short: Limited automation. Reporting is functional but not flexible. No cross-account management for agencies. Cost: Free.

Listing Optimization & A/B Testing

7. Manage Your Experiments (Amazon)

What it does: Amazon's native A/B testing tool for titles, images, A+ Content, and bullet points. Why we use it: This is the gold standard for listing tests because it uses real Amazon traffic with proper statistical methodology. We've run 10,000+ tests through this and third-party alternatives. Nothing beats Amazon's own data for reliability. Where it falls short: Limited to Brand Registered products with sufficient traffic. Tests take 2-8 weeks to reach significance. You can only run one test per ASIN at a time. Cost: Free with Brand Registry.

8. Splitly / PickFu

What it does: External A/B testing and polling tools. PickFu specifically lets you get consumer feedback on images, titles, and listings before going live. Why we use it: Pre-testing with PickFu before launching a Manage Your Experiments test saves weeks. If 80% of respondents prefer Image A over Image B, we skip the 4-week MYE test and go straight to implementation — then validate with live data. Where it falls short: Poll responses don't perfectly predict real Amazon buyer behavior. Use these for directional input, not as a replacement for live testing. Cost: PickFu starts at $15/test. Splitly varies.

Product Research & Competitive Intelligence

9. Jungle Scout

What it does: Product research, sales estimation, supplier database, and competitive tracking. Why we use it: The product database is strong for identifying market opportunities. Sales estimates are in the same ballpark as Helium 10 — neither is precise, but both are directionally useful. The supplier database is a genuine time-saver for sourcing. Where it falls short: Feature overlap with Helium 10 means you're paying for redundancy if you have both. The keyword research is a step behind Helium 10's Cerebro. Cost: $49-$129/month.

10. Keepa

What it does: Price tracking, sales rank history, and product data analytics. Shows historical BSR, price, and buy box trends. Why we use it: Keepa's historical data is irreplaceable. Want to know a competitor's price history over the last 2 years? Seasonal BSR patterns? When they run out of stock? Keepa has it. We check it on every competitive analysis. Where it falls short: The interface looks like it was designed in 2005. The learning curve for reading the charts is real. But once you know how to read it, it's indispensable. Cost: ~$20/month for data access.

Inventory & Operations

11. SoStocked (by Carbon6)

What it does: Inventory forecasting and management. Predicts when you'll run out of stock, suggests reorder quantities, and models different scenarios. Why we use it: Running out of stock kills your organic rank and wastes PPC spend. SoStocked's forecasting catches stockout risks before they become emergencies. For brands with seasonal products or long lead times, this is critical. Where it falls short: Forecast accuracy depends on data quality. If your sales patterns are irregular or you're launching new products, the predictions need manual adjustment. Cost: $158-$358/month depending on SKU count.

12. Seller Board

What it does: Profit analytics dashboard. Tracks real profitability by SKU including COGS, FBA fees, PPC costs, refunds, and reimbursements. Why we use it: Amazon's reporting doesn't give you true profit by SKU. Seller Board does. If you don't know your actual profit per unit, you can't set accurate ACoS targets, which means your entire PPC strategy is built on guesswork. Where it falls short: Initial setup requires accurate COGS data. Garbage in, garbage out. Spend the time to set it up correctly. Cost: $15-$31/month.

Review & Reputation Management

13. Amazon's Request a Review Button (+ automation)

What it does: Amazon's approved method for requesting product reviews from buyers, now automatable through various tools. Why we use it: Reviews drive conversion rate, which drives everything else. Automating review requests ensures every eligible order gets a request without manual effort. We use this across every brand in our portfolio. Where it falls short: You can't customize the message. Amazon controls the template. And review rates are still low — typically 1-3% of orders leave a review. Cost: Free natively. Automation tools vary ($10-50/month).

14. FeedbackWhiz

What it does: Email automation, review monitoring, and order management. Sends customized post-purchase emails and alerts you to negative reviews. Why we use it: The negative review alert is the killer feature. When a 1-star review drops on a top product, we know within hours and can respond. For email campaigns, the customization options let us create sequences that actually feel personal. Where it falls short: Amazon has restricted seller-to-buyer communication significantly. Many of the email templates that worked 2-3 years ago now violate TOS. Stay within the guidelines. Cost: $19-$79/month.

Design & Creative

15. Canva (Pro) + Your Own Designer

What it does: Canva Pro handles quick image edits, A+ Content graphics, and social media assets. But for main product images and serious infographics, you need a human designer who understands Amazon. Why we use it: Canva is fast for A+ Content modules and secondary images. But your main image — the most important creative asset on your listing — needs professional work. The brands that invest in professional product photography and Amazon-specific design consistently outperform those using DIY graphics. Where it falls short: Canva templates look like Canva templates. Shoppers scroll past generic-looking listings. Custom design is where conversion rate differentiation happens. Cost: Canva Pro is $13/month. Professional Amazon photography runs $500-2,000 per ASIN.

Which Amazon Seller Tools Do You Actually Need?

If you're starting out or running a single brand under $50K/month:

• Helium 10 (keyword research + listing optimization)

• Amazon Advertising Console (PPC management)

• Manage Your Experiments (A/B testing)

• Keepa (competitive intelligence)

• Seller Board (profit tracking)

Total: ~$265/month. That's your foundation.

If you're doing $100K+/month or managing multiple brands, add Pacvue for PPC automation, SoStocked for inventory, and professional design.

Don't buy tools to feel productive. Buy tools that solve a specific problem you're currently facing. Every tool has a learning curve and a maintenance cost. Three tools used well will outperform ten tools used superficially.

What To Do Next

Tools are force multipliers — they multiply whatever strategy you're running. Good strategy with good tools scales. Bad strategy with good tools just fails faster and with better reporting.

If you've got the tools but your results aren't matching your expectations, the bottleneck is probably strategy, not software.

Book a free strategy call — We'll look at your current tech stack, your data, and your performance. You'll walk away knowing exactly which tools are earning their keep and which are dead weight.

Hunter Harris is the founder of GigaBrands, an AI-assisted Amazon growth agency managing 50+ brands with over $205M in total Amazon sales.